Phuong Anh

Thank you for reviewing my profile,
As a dynamic and detail-oriented professional with over 7 years of experience in the Aviation and Premium sectors, I am seeking a Marcom Manager or Event Manager position at a 5-star hotel in Ho Chi Minh City, ideally within an international environment catering to high-end clientele. With extensive experience in luxury marketing and event management, I am eager to contribute to a prestigious hotel brand. I am available to start immediately and excited about the opportunity to enhance the guest experience at leading luxury hotels or resorts.

Master in Management Grand Ecole – Master 2 | Bordeaux
Majors: Digital Marketing Leadership and Luxury Marketing

Key Achievements:
• Awarded Annual Business Performance Award in Fiscal Year 2023 (03/2023-03/2024)
• Successfully launched Prime+ Premium Line, expanding market share from 1% to 21% within 05 selling months
• Achieved 11–13% conversion rate across Facebook Performance and Google Ads throughout 2024
• Built one of Vietnam’s Top 3 Home Appliance Communities, driving over 40% UGC and organically scaling brand advocacy
• Led TikTok content series “Prime Fresh”, reaching over 9M views in 1.5 months
Main Duties:
• NPI management: Conducted market research, competitor analysis, pricing, product training, proposals,
forecasting, and launch activities as well as maintenance
• 360° campaign management: Directed Digital, PR, promotions, SEO/SEM, Events with agencies, and
monitored execution to align with brand positioning
• Media management: Developed and executed media strategies, included media lists, press releases, pitching,
and media kits updates
• Influencer collaboration: Led content creation and shooting sessions with influencers (Yeu Bep, Nghien Nha,
Schannel, Tinhte, etc.) and supervised visuals production, tailored to high-end consumer products
• Budget management: optimized expenses and reallocated funds as needed based on campaign ROI and shifting priorities
• CRM & Consumer analysis: Worked with CRM and research agencies to gather customer data, analyze behaviors,
retargeting and engagement strategies
• Trade marketing: Worked with sales execute online and in-store promotions for 5 big retailers (Cho Lon, Media Mart,
Nguyen Kim, etc.), ensuring alignment with major campaigns

Key Achievements:
• Received Outstanding achievements in 2022
• Successfully launched SkyBoss Business ticket class with 34% increase in ticket class occupancy rate in Q3&4, 2022
• Successfully launched campaigns for new routes to Australia with flights occupancy rate is 85%
• Contributing to revenue growth of 268% with 5.4 million passengers in Q1, 2023 (No.1 in Vietnam)
Main Duties:
PROJECT MANAGEMENT:
• Managed campaign performance to meet KPI under tight deadlines, overseeing vendor execution & in-house functions such as PR, Digital, Branding-OOH, Event, etc
• Optimized ROI for more than 20 projects (2 TVCs, 3 Viral clips, 4 Big launching products and services, 4 Season campaigns, and lots of promote revenue programs, etc) per year to boost brand visibility and customer engagement
• Took responsibility for managing and reporting on all marketing and PR activities in international markets, specifically Australia, Japan, India, Kazakhstan, and Singapore
• Coordinated the Revenue Management (RM) team to develop and implement sales promotion and event programs to increase revenue and load factor on the flights: Double day sales, new route flight sales, etc
• Effectively managed the marketing budget throughout the year, tracking expenses and reallocating funds to optimize ROI
• Developed and executed 360-degree marketing campaigns aligns with the brands' strategies, and handle crisis management
IN-FLIGHT HOSPITALITY & DINING:
• Developed Business-class menus with high-end meals, beverages, and decorated following eco-friendly packaging
• Coordinated private dining setups, special meal requests, and special occasion dining for premium passengers
• Enhanced business cabin amenities including seat covers, signature fragrance, sleepkit, etc
CREATIVITY & STRATEGY:
• Provided insightful understanding of market trends for the content strategy of campaigns / Always-on plan for promoting: international flights, ticket classes, ancillary/duty-free goods, etc
• Oversaw the design and production of various marketing materials and brand items, including 20+ KVs, mascot branding, gifts, 100+ POSM, company profile, sales kit, corporate identity, brochures, etc
• Developed media outreach strategies, securing placements in major travel, lifestyle outlets sush as One2Fly, Travel + Leisure, Travellive magazine
SPONSORSHIP & PARTNERSHIP:
• Managed sponsorship and negotiated partnerships to maximize brand exposure and optimize benefits. The programs including The Masked Singer 2022, Miss World Vietnam 2022, Ravolution EMD Festival 2023, SIXDO Spring Show 2023, Australia Pacific Aviation Summit 2023, etc
• Maintained strong relationships with International airports, the Department of Tourism, the Chamber of Commerce: Auscharm, Incham, etc

Key Achievements:
• Successfully launched 2 TVCs (LG Dual Cool inverter - 8.2M views and “LG 1-way Cassette Air Conditioner” - 3M views).
• Increased the product’s market share by ~60% in 2 years - from 11% in 2018 to 18% in 2020 (No.2 in Vietnam). Main Duties:
• ATL activities management: Briefed and managed ATL campaigns (5+ TVCs, 20+ KVs, OOH, 100+ PR articles for Multi V products annually
• Content & Media direction: Directed content and visuals across media channels (120+ posts on Facebook and LG HVAC Website, 96 E-newsletters to 2800+ customers per year)
• Stakeholder management: Worked closely with 20+ creative/media/event agencies, KOLs
• BTL activities organization:
o 3 new product launching events
o 5+ dealer conventions with 600+ dealers in attendance and 10+ dealer trips in Vietnam and South Korea o 40+ brand-sponsored events with HREC, Sun Group, Mercedes, CDC, Universities, etc
• Budget management: Managed marketing budgets across PR, digital, events, branding, ensuring effective resource allocation
• Performance optimization: Optimized performance across relevant touchpoints and made post-evaluation reports monthly
• POSM management: Monitored product categories, visibility, media activities in Online Brand Shop (E-commerce Platform)
• Trade marketing: Led promotion programs, navigated content, decorations, displayed booth in store align with campaigns